Mobility Outlook 2013 By Chris Marsh, Yankee Group New devices are being released faster than IT and even consumers can keep up, and 39% of the U.S. workforce is now operating mobile for a significant portion of their time. But what else about mobility in the enterprise has changed in 2012? What are business leaders predicting for 2013? This report will showcase results of the third annual exclusive and forward-looking research from Mobile Enterprise Magazine and Yankee Group. Rich Karpinski, Senior Analyst, Yankee Group, reviews the transformational 2012 and looks at mobile opportunities of the future including: BYOx Becomes Mainstream Acceptance of Consumerization The Mobile App Gold Rush Moving Ahead to Strategic Value

1. Mobility 2013
Outlook
• BYOx Becomes Mainstream
• Accepting Consumerization
• A Mobile App Gold Rush
• The Technology Soup Bubbles
• Moving Ahead to Strategic Value
In 2013, mobility will move from
opportunistic deployment of specific
technologies to a more strategic
value for businesses.
research par tner a supplement to

2. Mobility 2013
Outlook
Publisher
Dorene Rettas
DoreneR@MobileEnterpriseMag.com
EDITORIAL
Editor in Chief: Lori Castle
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Thirty-nine percent of the U.S. workforce is now operating in mobile or re- Assistant Editor: Gerard Longo
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mote locations for a significant portion of their time. Yankee Group reviews
the transformational 2012 and looks at mobile opportunities of the future. advertising sales
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What happened in 2012 ART & PRODUCTION
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The year 2012 has been very eventful for enterprise mobility, with IT finally
Art Director: Pamela C. Ravetier
taking on BYOD, legacy players falling back and new ones surging. Compa- pravetier@edgellmail.com
nies are increasing their mobile budgets, but are looking at the same time Production Manager: Lynn Wilhelm
to gain greater strategic, not just tactical, value from their investments. lwilhelm@edgellmail.com
It’s also been a year when the levels of complexity from increasing mobil- online media
ity have risen sharply, and companies were faced with a more complicated VP Media Integration: Rob Keenan
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technology soup of managed device and application services; 2013 will see
Director of Lead Generation & Audience
companies move to address this with greater organizational focus around Development: Jason Ward
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creating agility in the mobile strategy.
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MO4 BYOx Becomes Mainstream as IT Does U-Turn Reprints: Call PARS Int’l, (212) 221-9595 x319
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MO5 Accepting Consumerization
Corporate
MO8 A Mobile App Gold Rush CEO/Chairman: Gabriele Edgell
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MO10 The Technology Soup Bubbles President: Gerald C. Ryerson
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MO12 Moving Ahead to Strategic Value Vice President: John Chiego
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Founder: Douglas C. Edgell, 1951–1998
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About the Author Randolph, N.J. 07869, (973) 607-1300
Chris Marsh is a principal analyst with Yankee Group’s Enterprise
Research group. He focuses on analyzing opportunities for enterprises
around mobile apps, unified communications and 3G and 4G wireless
services. Of particular interest is the transformative nature of these TECHNOLOGY GROUP
technologies on enterprise and service provider business models.
www.edgel l communi cat i ons.com
MobileEnterpriseMag.com mobility outlook 2013 | MO3

3. Mobility 2013
Outlook
BYOx Becomes Main- office working unsurprisingly
accounts for most of the in-
stream as IT Does U-Turn crease in this mobility, with
the spotlight on companies to
2012: A Tipping Point for Mobile Workers provide mobile extensions to
generic internal business pro-
cesses to keep their employees
This year has been a tipping mobile or remote locations productive when away from
point for enterprise mobility for a significant portion of their desks and offices.
— with employees and IT now their time. (See Fig. 1) Fueling this cascading
jumping aboard the bring- The majority (54%) of the workforce mobility is an in-
your-own-device (BYOD) and total mobile workforce is now, crease in those employees us-
bring-your-own-applications and for the first time, com- ing a smartphone for work.
(BYOA) bandwagons. This prised of professional work- From June 2011 to June 2012
was driven by the continuing ers — executives, managers Yankee Group’s US Enterprise
spread of workplace mobility and non-managerial workers Mobility: Empowered Em-
with 39%, just over 60 mil- as opposed to the dedicatedly ployee survey reveals that the
lion, of the total workforce mobile field, sales and deliv- proportion of U.S. employees
in the U.S. now operating in ery employees. Localized intra- using a smartphone for work
Figure 1: workplace mobility
Total Workforce = 100 percent ; Mobile Workforce = 39 percent
Field Force/ Other
Sales Force
Professionals 11% of total 7% of total
workforce workforce
21% of total workforce 29% of mobile 17% of mobile
54% of mobile workforce workforce workforce
%
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af %
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SOURCE: Yankee Group, June 2012
MO4 | Mobility Outlook 2013 MobileEnterpriseMag.com

4. purposes increased signifi-
cantly from 37% to 60% of all
Accepting Consumerization
employees. Organizational Attitudes to Work
Of the mobile phones Behaviors Change
these employees are using,
the vast majority continue
to be individually owned As seen in the last few years, road as part of their wider or-
and procured. Almost all of BYOx continues to dramati- ganizational culture, and the
the increase in smartphone cally change organizational vast majority of companies now
usage at work over the past attitudes to work behaviors. believe these workers are as pro-
12 months has been a rise in Over the past 12 months, IT ductive as those working in an
individual employee owner- leaders have jumped aboard office environment. (See Fig. 3)
ship. Now less than a fifth of the consumerization band- Although our survey data
business smartphones can be wagon at long last. Our 2011 has shown in the past that
considered corporate-liable, survey showed that 57% of IT employees often use consumer
with the company procuring, decision-makers either actively apps for work purposes even
owning and paying for the de- prohibited or discouraged the when prohibited by their IT
vice and service. (See Fig. 2) use of non-sanctioned apps department, it is clear that the
The remaining percent and devices. increasing permissiveness of
were acquired either via a cor- Just a year later, attitudes IT is now accelerating even fur-
porate-sponsored, individual- have clearly changed and en- ther their adoption; 13% more
ly liable program — essentially terprises can actually be said to employees now use these tools
employees getting a discount be largely embracing consum- or would be interested in doing
because of their employer (27% erization, with 60% of firms so compared to the same time
of business smartphone users) allowing employees to use con- last year. (See Fig. 4)
or pure individual purchas- sumer apps and devices in the This now equates to 58%
ing through traditional retail workplace. Nearly three-quar- of all employees, putting huge
means (55% of business smart- ters of companies now consider pressure on IT to find ways
phone users). working from home or on the to assert policy, security and
compliance across a portfolio
of internally created, publicly-
sourced and curated, and em-
Figure 2: Individual Purchases Dominate
ployees’ own consumer apps.
Business Smartphones
It was another year of U.S.
Thinking of your work mobile device, which statement best describes
smartphone growth and the
how you obtained and pay for your service?
further ascendancy of two
Through a discount program dominant platforms, Apple’s
arranged by employer and then 16% iOS and Google’s Android,
expense it back to the company at the expense of Research In
Through a discount program Motion (RIM) and muted at-
arranged by employer and no 14%
expense back to the company tempts by Microsoft to gain
ground with its nascent Win-
Company pays the bill directly 19% dows Phone platform. Of the
Personally obtained the service and then 57% of total mobile subscribers
14%
expense back to the company now using smartphones, 29%
Personally obtained the service
38%
of them are on iPhones and an-
and do not expense it other 49% are on Android de-
SOURCE: Yankee Group, July 2012 vices. The market is revolving
around these two ecosystems.
MobileEnterpriseMag.com mobility outlook 2013 | MO5

5. Mobility 2013
Outlook
With more than 80% of asked what type of smartphone and BlackBerry still holds a
smartphones used by employ- they currently use for business higher percentage among busi-
ees today being acquired by us- purposes, 38% of our employee nesses due to its existing legacy
ers themselves employees are respondents say they use An- within enterprises.
essentially dictating what plat- droid, 32% use iPhone and 21% In the future, however, users
forms will be supported by IT in use BlackBerry (See Fig. 5) anticipate continuing to move
the future. So what choices are Again, if we compare this away from BlackBerry in favor
employees making with respect to overall smartphone market of iPhone and Android devices.
to smartphone purchases? figures in the U.S., we find that Among employees who don’t
It would make sense that Android and iPhone adoption currently use a smartphone
they’re very much in line with is consistent with recent trends, but are considering a purchase
overall consumer smartphone but percentages differ. Business within the next several months,
purchasing trends, and our smartphone users tend to skew the survey reveals that iPhone
survey bears this out. When slightly more toward iPhones leads (52%), followed by An-
Figure 3: Enterprises Are Coming to Terms With Consumerization
Please select the statement that best summarizes the philosophy of your organization regarding employees
introducing consumer applications or devices into the work environment
Non-sanctioned applications are absolutely not 22%
tolerated and immediately blocked or removed 13%
It’s not encouraged, but we don’t actively monitor their 35%
use nor do we offer end user support for them 26%
We allow employees to use any non-harmful device, 28%
but we DON’T provide any support for the item 32%
We allow employees to use any non-harmful application or 15%
devices and we DO provide some support for the item 28%
JUNE 2011 JUNE 2012 SOURCE: Yankee Group, July 2012
Figure 4: More Than Half of all Employees Now Use or are
Interested in Using Consumer Applications for Work Purposes
June 2011 June 2012 % change
I do install/use consumer productivity applications 28% 35% +7%
or internet tools for work purposes
I would be interested in installing/using consumer productivity 17% 23% +6%
applications or internet tools for work purposes
I am not interested in installing/using consumer productivity 43% 29% -14%
applications or internet tools for work purposes
Unsure/don’t know 11% 13% +2%
SO U R C E : Yankee Group US Enterprise Mobility: Empowered Employee, June 2011 and 2012 surveys
MO6 | Mobility Outlook 2013 MobileEnterpriseMag.com

6. Mobility 2013
Outlook
droid (45%), with BlackBerry
(17%) and Windows Phone
ly sanctioned, corporate sup-
port for BlackBerry has fallen A Mobile
App Gold
(10%) lagging significantly be- from 50% of firms in October
hind. (See Fig. 6) 2011 to 36% as of June 2012,
With RIM stuttering in the with only 8% of all companies
consumer market, the swell of
BYOD is correspondingly shift-
saying that Blackberry OS will
be their preferred smartphone Rush
ing IT attitudes with BlackBer- OS in two years. Clearly IT is Cloud Enabling
ry suffering significantly in a having to respond quickly to a Innovation as App
short period of time. Despite transforming device landscape Platforms and
the presence of BlackBerry En- with the rapidity of RIM’s de- Dev Environments
terprise Servers (BES) within a cline provoking many to make Become Available
vast number of companies, ful- contingency plans. as-a-Service
Figure 5: Business Smartphone Choice
The enterprise is opening up
Begins to Mirror Consumer Trends
to a new mobile app gold rush
What type of smartphone do you use for work purposes?
driven by this growing mobile
workforce, the evolution of
Android 38% 38
higher-speed mobile networks,
iPhone 32% employees’ familiarity with 32
apps and mobile app stores
BlackBerry 21% from their personal lives and 21
the growing importance of
Windows Mobile 4% 4
mobile as a channel for brands
Palm OS
to engage their customers. 1
1%
These factors together are
Symbian 0% driving companies to look 0
more closely at where mobili-
Other 3% 3
SOURCE: Yankee Group, July 2012 zation can add not just oppor-
tunistic but rather strategic
value to their business process-
es. As a result, more compa-
Figure 6: iPhone, Android Will Begin to
nies are increasing their bud-
Distance Themselves Further from the Pack gets for mobility and mobile
Which smartphones are you considering for purchase?
applications. The proportion
of companies increasing their
iPhone 52% 52
budgets for mobile applica-
Android 45% tions has almost doubled from 45
28% to 51% of all companies
BlackBerry 17% saying they will be spending 17
more this coming year.
Windows Mobile 10% 10
In addition, the emergence
Symbian 1%
of a varied managed mobile 1
services market has helped
Palm OS 1% decrease the cost of develop- 1
ment, distribution and main- 0
SOURCE: Yankee Group, July 2012
tenance of mobile apps, and
MO8 | Mobility Outlook 2013 MobileEnterpriseMag.com

7. the cloud is proving to be a The proportion of companies increasing
rapid source of innovation
as application platforms and their budgets for mobile applications has
development environments
become available as-a-Service. almost doubled from 28% to 51%
This has spurred compa-
nies to look expansively be-
yond mobile email and basic companies on both existing as mobile app development
mobile access to corporate da- enterprise application mobili- platforms, mobile backend-
tabases to a range of mobile zation and mobile-first appli- as-a-service providers and
business-to-business (B2B), cations projects has been both crossplatform development
business-to-employee (B2E) stimulated by, and in turn environments, all are gaining
and business-to-consumer stimulates, significant inno- traction. A key consideration
(B2C) use cases. vation in the managed service for companies now and for
With companies looking marketplace. the future as they embark on
to move quickly and work A host of solution types this gold rush is to understand
f lexibly in trialing deploy- has emerged to cater for the which of the development op-
ments, cloud deployments explosion. From backend and tions available to them — na-
have also grown. Companies database connectivity and tive, hybrid and web — best suit
are turning to SaaS and man- mobilization platforms such their growing needs.
aged service deployments over
on premise as a way to better
manage the complexity and
provision to their growing Figure 8: Mobile Business Use Cases
mobile workforce. The pro-
June June Change over
portion of companies deploy- 2011 2012 past year
ing mobile CRM as SaaS, for
example, has grown from 34% Access to corporate database 37% 55% +18%
to 46% over the past year while
those deploying on premise CRM/customer 26% 45% +20%
management applications
has fallen the same amount
from 34% to 22%.
Standalone corporate IM 29% 44% +15%
Companies want to be more
involved use cases for mobile Intranet/employee facing web portal 39% 41% +2%
apps. The value in mobility
is passing to the liberation of Standalone web conferencing 22% 37% +15%
enterprise data in business sys-
tems and the transformation ERP/inventory and financial 19% 37% +19%
of key processes. While most management applications
current and mainstream enter-
Dispatch/work order management 23% 40% +17%
prise business systems do not
provide enough flexibility and
Unified Communications 13% 33% +21%
interoperability to easily allow
real-time and data-intensive
Enterprise social networking 20% 32% +12%
mobile enablement, tools and
platforms are emerging to be- SFA/sales force automation 17% 29% +13%
gin to make this more realistic.
The gold rush is stimulat-
SO U R C E : Yankee Group, June 2012
ing innovation. The focus of
MobileEnterpriseMag.com mobility outlook 2013 | MO9

8. Mobility 2013
Outlook
The Technology Soup Bubbles
Difficulties Grow as Companies Look Beyond Basic Mobility
The surging tide of mobile cult, compared to around only twice the number of overall
devices and growing num- a fifth of companies a year ago: companies in 2012 from 2011
ber of apps promise business As companies look beyond (16% to 30%) cited the need to
transformation, but are bring- enabling basic mobile connec- ensure regulatory compliance
ing substantial complexities tivity and access to more in- as a technological obstacle to
and difficulties for a growing volved business process aligned supporting mobile workers.
number of companies. Half deployments, the mix of tech- Limitations in mobile de-
of all companies now say that nological challenges with vices almost tripled, from 17%
managing mobile costs and which they are faced evolves. to 45% of all companies saying
tasks like upgrading software Although considered a lesser it is an obstacle; alongside in-
on mobile devices is very diffi- problem than those above, creases also in the proportion
of companies struggling with
managing a heterogeneous
The surging tide of mobile devices environment of devices and
generally struggling with a
and growing number of apps promise different set of technologies.
The managed service market-
business transformation but are bringing place has responded with a vi-
brant market of dozens of TEM,
substantial complexities and difficulties MDM, MAM services having
for a growing number of companies. emerged to manage some of the
complexity involved. However
the value in these services is shift-
ing beyond cost management
and the implementation of ba-
Difficulties of Mobility-Related
Figure 9:
sic security for deployed devices.
Tasks
Very difficult Very difficult Change over As more service types and
rating in rating in past year vendor offerings come to mar-
June 2011 June 2012
ket, the value is moving to focus
on the liberation of business
Managing voice 26% 48% +22% system data through process
and data costs for
mobile handsets mobilization and, crucially, the
scaling of applications across
the workforce to cater for this.
Managing software 31% 52% +21% While this is making businesses
upgrades (e.g., upgrades,
look much more closely at mo-
patches, policy) on
mobile handsets bile application platforms and
MAM solutions, companies
are struggling with how to in-
Distributing mobile 23% 42% +19%
tegrate these solutions with ex-
applications to
mobile devices isting MDM and TEM services
to better address the lifecycle of
June 2012
SO U R C E : Yankee Group, managing their mobile opera-
tions — a key challenge
MO10 | Mobility Outlook 2013 MobileEnterpriseMag.com

9. Mobility 2013
Outlook
Moving Ahead to Strategic Value
“Massive” Opportunity for Enterprise Mobility Management
(EMM) Platforms
For mobility to move from an intense innovation is separat- new opportunity for enter-
opportunistic deployment of ing out categories of vendors in prise mobility management
specific technologies to a more the enterprise mobile managed platforms.
strategic value for businesses, service (EMM) marketplace. The platforms will provide
platforms must be available As some vendors in the businesses with a more flexible
to help IT better manage the TEM and MDM categories way of combining, integrating
cost, security and complexity face commodity death, for and utilizing modular enter-
of aligning assets with enter- others vertical integration prise services and also allow
prise business systems. Partly and horizontal interoperabil- the management of security,
in answer to this complexity ity promise to create a massive policy and compliance across
Figure 10: Critical Features Needed for EMM Platforms
Mobile
Telecom Expense Connectivity Mobile Device Application Mobile Content
Management Management Management Management
Management
Fulfillment/ Remote access Remote Application Search and
provisioning across 3G/4G, configuration development edit corporate
Wi-Fi and fixed and provisioning platforms and documents
Invoice broadband tools
management Device firmware Content delivery
Single sign-in and OT updates Application in multiple
Inventory integration formats
management Policy man Backup and restore
agement Application level File and document
Reporting Troubleshooting permissions and sharing
and analytics Quality of service and diagnostics security
(Q0S) Offline storage
Bill auditing Policy management Application
Secure access, discovery, Encryption of files
Rate plan including VPN, Software catalogs and and documents
optimization private APN and installation stores
static IP User access
Password Remote and around file
enforcement OTA deployment editing,
sharing and
Application access Application administration
via single sign-in updating and
removal Remote document
Remote wipe/lock and data wipe
Data encryption
(including
removable storage)
Dual-persona
SOURCE: Yankee Group, June 2012
Policy, Security, Compliance
Support, Administration, Systems Management
MO12 | Mobility Outlook 2013 MobileEnterpriseMag.com

10. these integrated capabili- mobile operations, includ-
ties. (See Fig. 10) J OI N U S O N LI N E ing devices, applications
This technology shift will for a live discussion during the “Out- and network access.
cause the market to move look on Mobility” web seminar. In the procurement of
from bundled services to Hear more about where IT dollars will be managed services, this will
vendors engineering enough spent and gain a real-world perspective give them the best chance
interoperability for closely from our panelists. Register at mobileen- to achieve the right kind
terprise.com/web-events
integrated partnerships on of integrated and interop-
these platforms, necessitat- 11/13/12 2:00 PM EST erable solution to enable
ing a much less piecemeal widespread mobilization.
approach to security. • Rich Karpinski
For businesses these Senior Analyst, Yankee Group Remove Silos
emerging platforms prom- Otherwise companies may
• Donald King
ise to give IT back some Infrastructure Services Customer Solutions be faced with a patchwork
of the control it has lost Kimberly Clark Corporation of siloed technologies that
by bringing better visibil- prevent them from realiz-
ity and manageability over • David Lawson ing the strategic potential
their mobile assets. SVP Information & Strategic Resources mobility promises.
Universal Hospital Services, Inc.
This year, has been if A key consideration
not a tipping point for en- • Jay White here is ensuring that ad-
terprise mobility, then a Enterprise Delivery Manager, opted services can provide
watershed year. The ma- First Solar, Inc. a joined-up approach to
jority of companies have policy setting, security and
now jumped on the BYOD compliance.
bandwagon and support, al- of mobility in their workforc- However, before procure-
beit to varying degrees, their es, as the strategic value in the ment needs to come a more
employees’ usage of consumer enterprise is passing to apps coordinated strategy.
technologies. and app-centric tools and plat-
forms, away from the benefits Mobility Across Business
Get in The Game in 2013 of simply managing and secur- There needs to be more of a fo-
Employees will turn to con- ing their devices. cus organizationally on how to
sumer technologies regardless With this proliferation, coordinate mobility projects
of whether they are permitted come new challenges in the — Mobility Centers of Excel-
or not, so companies, if they development, distribution and lence as have already arisen in
have not already, should get in maintenance of those apps as companies such as Coca-Cola,
the game and address the chal- different lines of business initi- is one such approach.
lenges of how to make mobile ate individual mobile projects, These will take the lead as
management work for — not it is no easy task to implement the interface between IT, man-
against — them. a unified strategy. agement and lines of busi-
ness. They will play a key role
Leverage Mobility Look to the Lifecycle in identifying and prioritizing
It has also been the year when As our surveys show, the techno- requirements across the busi-
companies have realized that logical obstacles companies face ness, framing best practices,
with a proliferation of projects in supporting widening work- and helping educate workers
across lines of business the place mobility are considerable. around usage policies.
complexity of mobilization Companies should view Those companies who do
increases. these as interlinked challenges this stand to gain the most from
Companies should look to amid an overall goal of sup- the coming innovations in the
leverage the growing amount porting the lifecycle of their enterprise mobile ecosystem. //
MobileEnterpriseMag.com mobility outlook 2013 | MO13

11. Mobility 2013
Outlook
Mobile Enterprise would like to thank
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MO14 | Mobility Outlook 2013 MobileEnterpriseMag.com